Recently, we have expanded this work on stereotyping to explore counselors’ beliefs about other stereotyped groups, in particular, gay men and individuals of color. We have also been one of the first researchers to apply aspects of social and cognitive psychology to the study of this issue by measuring reaction times to stereotype-consistent and stereotype-inconsistent stimuli in counselor and college student populations. Not only can societal stereotypes be problematic when held by others, but also individuals who self-endorse a societal stereotype may feel increased pressure to live up this internalized role. This pressure may lead to increased distress and loss of self-esteem.